Here’s a secret: People don’t really want to pick a hospital. They want someone to help them.

They want answers to questions. They want someone to acknowledge their unique situation. They want to believe that the people they trust with their health are passionate about helping.

Every industry struggles with being more customer-centric. Hospital communicators especially ought to be more patient-centric than brand-centric—always. That means one thing: Put more humanity in your messages.